HEC Paris

About: HEC Paris is a education organization based out in Jouy-en-Josas, France. It is known for research contribution in the topics: Investment (macroeconomics) & Market liquidity. The organization has 584 authors who have published 2756 publications receiving 104467 citations. The organization is also known as: Ecole des Hautes Etudes Commerciales & HEC School of Management Paris.

Networked narratives: Understanding word-of-mouth marketing in online communities

Abstract: Word-of-mouth (WOM) marketing—firms' intentional influencing of consumer-to-consumer communications—is an increasingly important technique. Reviewing and synthesizing extant WOM theory, this article shows how marketers employing social media marketing methods face a situation of networked coproduction of narratives. It then presents a study of a marketing campaign in which mobile phones were seeded with prominent bloggers. Eighty-three blogs were followed for six months. The findings indicate that this network of communications offers four social media communication strategies—evaluation, embracing, endorsement, and explanation. Each is influenced by character narrative, communications forum, communal norms, and the nature of the marketing promotion. This new narrative model shows that communal WOM does not simply increase or amplify marketing messages; rather, marketing messages and meanings are systematically altered in the process of embedding them. The theory has definite, pragmatic implicati...

A Benefit Congruency Framework of Sales Promotion Effectiveness

Abstract: Are monetary savings the only explanation for consumer response to a sales promotion? If not, how do the different consumer benefits of a sales promotion influence its effectiveness? To address the first question, this research builds a framework of the multiple consumer benefits of a sales promotion. Through a series of measurement studies, the authors find that monetary and nonmonetary promotions provide consumers with different levels of three hedonic benefits (opportunities for value expression, entertainment, and exploration) and three utilitarian benefits (savings, higher product quality, and improved shopping convenience). To address the second question, the authors develop a benefit congruency framework, which argues that a sales promotion’s effectiveness is determined by the utilitarian or hedonic nature of the benefits it delivers and the congruence these benefits have with the promoted product. Among other results, two choice experiments show that, as predicted for high-equity brands, monetary promotions are more effective for utilitarian products than for hedonic products. The authors then discuss the implications of the multibenefit and the benefit congruency frameworks for understanding consumer responses to sales promotions, reexamining the value of everyday-low-price policies, and designing more effective sales promotions.

Trust and Electronic Government Success: An Empirical Study

Abstract: Electronic government is being increasingly recognized as a means for transforming public governance. Despite this increasing interest, information systems (IS) literature is mostly silent on what really contributes to the success of e-government Web sites. To fill this gap, this study examines the role of trust in e-government success using the updated DeLone and McLean IS success model as the theoretical framework. The model is tested via a survey of 214 Singapore e-government Web site users. The results show that trust in government, but not trust in technology, is positively related to trust in e-government Web sites. Further, trust in e-government Web sites is positively related to information quality, system quality, and service quality. The quality constructs have different effects on "intention to continue" using the Web site and "satisfaction" with the Web site. Post hoc analysis indicates that the nature of usage (active versus passive users) may help us better understand the interrelationships among success variables examined in this study. This result suggests that the DeLone and McLean model can be further extended by examining the nature of IS use. In addition, it is important to consider the role of trust as well as various Web site quality attributes in understanding e-government success.

Learning from Competing Partners: Outcomes and Durations of Scale and Link Alliances in Europe, North America and Asia

Abstract: This paper investigates the outcomes and durations of strategic alliances among competing firms, using alliance outcomes as indicators of learning by partner firms. We show that alliance outcomes vary systematically across link and scale alliances. Link alliances are interfirm partnerships to which partners contribute different capabilities, while scale alliances are partnerships to which partners contribute similar capabilities. We find that partners are more likely to reorganize or take over link alliances than scale alliances. By contrast, scale alliances are more likely to continue without material changes. The two types of alliances are equally likely to shut down, at similar ages. These results support the view that link alliances lead to greater levels of learning and capability acquisition between the partners than do scale alliances. Copyright © 2000 John Wiley & Sons, Ltd.